{"id":153640,"date":"2023-02-21T00:10:33","date_gmt":"2023-02-21T05:10:33","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=153640"},"modified":"2023-06-08T07:25:33","modified_gmt":"2023-06-08T12:25:33","slug":"carwow-seo-case-study","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/carwow-seo-case-study\/","title":{"rendered":"An Aggregator With Integrator Strategy \u2013 Carwow SEO Case&nbsp;Study"},"content":{"rendered":"\n<div class=\"intro-txt\">An aggregator is a business that collects and rearranges an existing commodity in a way that provides value to the customer.<\/div>\n\n\n\n<p>Aggregators typically don\u2019t create content because the content is being provided to them through other creators. Think Google, Facebook, YouTube, or Spotify.&nbsp;<\/p>\n\n\n\n<p>Integrators are on the opposite side of the spectrum. An integrator is a business that creates new commodities (products, services, content, etc.) to meet an existing demand on the market or generate new demand.&nbsp;<\/p>\n\n\n\n<p>The subject of this case study is an aggregator. But unlike a typical aggregator, it follows a typical integrator promotion strategy: regular creation of SEO content. The results are quite impressive:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1422\" height=\"526\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image9-8.png\" alt=\"Organic traffic to carwow from keywords in the U.K.\" class=\"wp-image-153653\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image9-8.png 1422w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image9-8-680x252.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image9-8-768x284.png 768w\" sizes=\"auto, (max-width: 1422px) 100vw, 1422px\"><\/figure>\n\n\n\n<p>Let\u2019s see what kinds of SEO opportunities it took and how it tackled them to generate this much traffic each&nbsp;month.&nbsp;<\/p>\n\n\n\n<div class=\"intro-tok\" id=\"intro_tok\" style=\"display:none;\"><div class=\"intro-title\">Contents<\/div><a href=\"#\" class=\"expand-dots\"><span><\/span><span><\/span><span><\/span><\/a><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"carwow \u2013 An overview\" data-section=\"carwow-an-overview\">\n\n\n\n<h2 class=\"wp-block-heading\">carwow \u2013 An overview&nbsp;<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>If you haven\u2019t heard of <a href=\"https:\/\/www.carwow.co.uk\/\">carwow<\/a>, it\u2019s a car-buying comparison platform where you specify the kind of car you want to buy, and dealers prepare offers to compete over&nbsp;you.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"992\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image2-5.jpg\" alt=\"An excerpt from carwow's client panel\" class=\"wp-image-153654\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image2-5.jpg 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image2-5-680x337.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image2-5-768x381.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image2-5-1536x762.jpg 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><figcaption class=\"wp-element-caption\">A user can create&nbsp;a free account&nbsp;and get good deals without needing to haggle.<\/figcaption><\/figure>\n\n\n\n<p>It works the same way if you want to sell a car. Basically, carwow will connect you with the best offers from car dealers. You can also view the existing stock of new and used&nbsp;cars.&nbsp;<\/p>\n\n\n\n<p>But most people probably know carwow through its original video car reviews. It\u2019s actually one of the biggest car YouTube <a href=\"https:\/\/www.youtube.com\/@carwow\">channels<\/a> in the world (7.73M subscribers, which may make it the biggest car channel).&nbsp;<\/p>\n\n\n\n<p>And so the aggregator side of carwow is the part where it captures car deals from one side of the market and makes them available to the other&nbsp;side.&nbsp;<\/p>\n\n\n\n<p>The integrator side of carwow is the part where it makes original content: car reviews, news, guides, free tools, etc.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1474\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/carwow-seo-case-study_1.png\" alt=\"carwow's aggregator-integrator nature\" class=\"wp-image-153656\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/carwow-seo-case-study_1.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/carwow-seo-case-study_1-461x425.png 461w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/carwow-seo-case-study_1-768x708.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/carwow-seo-case-study_1-1536x1415.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n\n\n\n<p>What also makes carwow special is that it was one of the first companies to introduce this kind of car-buying experience to the U.K. market (<a href=\"https:\/\/www.theguardian.com\/small-business-network\/2016\/apr\/13\/car-wow-startup-giving-power-buyers\">The Guardian<\/a>).&nbsp;<\/p>\n\n\n\n<p>The service is free for consumers, but car dealers do pay for leads they get through carwow. If I\u2019m reading <a href=\"https:\/\/www.carwow.co.uk\/blog\/carwow-acquires-used-car-platform-wizzle\">this<\/a> right, a new car inquiry that leads to a confirmation costs a dealer \u00a338 (~USD $46), and a dealer will pay at least \u00a399 (~USD 120.6) for buying a used car from the platform.&nbsp;<\/p>\n\n\n\n<p>This entire bid-on-consumer system works because:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Consumers don\u2019t need to visit multiple dealerships and haggle.&nbsp;<\/li>\n\n\n\n<li>Consumers can get a better price from trusted dealers.&nbsp;<\/li>\n\n\n\n<li>Some dealerships get more clients this way (but the CEO admits that some dealers aren\u2019t very fond of carwow\u2019s existence).<\/li>\n\n\n\n<li>Car manufacturers get better feedback on the quality of service car dealers provide.&nbsp;<\/li>\n\n\n\n<li>Manufacturers can improve brand loyalty (buyers can pick another dealership if they\u2019re not satisfied with the service instead of changing brands).<\/li>\n<\/ul>\n\n\n\n<p>OK, now that we know how this business works, let\u2019s focus on&nbsp;SEO.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Key SEO statistics&nbsp;<\/h3>\n\n\n\n<p>Importantly, carwow is one of the biggest sites in its category when it comes to organic traffic and the biggest when it comes to organic traffic value.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"931\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image18-3.png\" alt=\"carwow's organic competitors\" class=\"wp-image-153658\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image18-3.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image18-3-680x317.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image18-3-768x358.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image18-3-1536x715.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>It captures an impressive 2.6M monthly organic traffic from the U.K. alone ($3.5M worth of ads), making it #2 in its niche. If we divided the traffic by pages created to generate it, carwow would be the most \u201cefficient\u201d site.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"880\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image16-5.png\" alt=\"carwow's performance in organic pages\" class=\"wp-image-153660\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image16-5.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image16-5-680x299.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image16-5-768x338.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image16-5-1536x676.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>Interestingly enough, the number of referring domains paints a radically different picture than organic traffic. Only one site has fewer referring domains than carwow.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1832\" height=\"966\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image24-2.png\" alt=\"carwow's performance in referring domains\" class=\"wp-image-153662\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image24-2.png 1832w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image24-2-680x359.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image24-2-768x405.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image24-2-1536x810.png 1536w\" sizes=\"auto, (max-width: 1832px) 100vw, 1832px\"><\/figure>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"What was carwow\u2019s big SEO opportunity?&nbsp;\" data-section=\"what-was-carwows-big-seo-opportunity\">\n\n\n\n<h2 class=\"wp-block-heading\">What was carwow\u2019s big SEO opportunity?&nbsp;<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>The company became an integrator (i.e., content creator) to become a successful aggregator. SEO is likely one of the key reasons.&nbsp;<\/p>\n\n\n\n<p>To understand why this company bothers to create original content on a regular basis, let\u2019s look at the volume of some keywords it successfully targets (data via Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer)<\/a>.&nbsp;<\/p>\n\n\n\n<table id=\"tablepress-175\" class=\"tablepress tablepress-id-175 tablepress-responsive tablepress-ahrefs-width-720px\">\n<thead>\n<tr class=\"row-1 odd\">\n\t<th class=\"column-1\">Keyword category<\/th><th class=\"column-2\">Example<\/th><th class=\"column-3\">Volume (UK)<\/th><th class=\"column-4\">carwow\u2019s rank (UK)<\/th>\n<\/tr>\n<\/thead>\n<tbody class=\"row-hover\">\n<tr class=\"row-2 even\">\n\t<td class=\"column-1\">New cars sold on the market<\/td><td class=\"column-2\">Kia ev&nbsp;6<\/td><td class=\"column-3\">115K<\/td><td class=\"column-4\">4<\/td>\n<\/tr>\n<tr class=\"row-3 odd\">\n\t<td class=\"column-1\">Used cars<\/td><td class=\"column-2\">Used car&nbsp;deals<\/td><td class=\"column-3\">5.9K<\/td><td class=\"column-4\">2<\/td>\n<\/tr>\n<tr class=\"row-4 even\">\n\t<td class=\"column-1\">Car brands<\/td><td class=\"column-2\">Skoda<\/td><td class=\"column-3\">98K<\/td><td class=\"column-4\">7<\/td>\n<\/tr>\n<tr class=\"row-5 odd\">\n\t<td class=\"column-1\">Car types<\/td><td class=\"column-2\">Hybrid cars<\/td><td class=\"column-3\">38K<\/td><td class=\"column-4\">1<\/td>\n<\/tr>\n<tr class=\"row-6 even\">\n\t<td class=\"column-1\">Announced cars<\/td><td class=\"column-2\">Ferrari suv<\/td><td class=\"column-3\">22K<\/td><td class=\"column-4\">3<\/td>\n<\/tr>\n<tr class=\"row-7 odd\">\n\t<td class=\"column-1\">Tools<\/td><td class=\"column-2\">Tesla supercharger map<\/td><td class=\"column-3\">33K<\/td><td class=\"column-4\">3<\/td>\n<\/tr>\n<tr class=\"row-8 even\">\n\t<td class=\"column-1\">How-to content<\/td><td class=\"column-2\">Change address on driving license<\/td><td class=\"column-3\">85K<\/td><td class=\"column-4\">5<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-175 from cache -->\n\n\n\n<p>Plus tons of keywords on car and driver-related keywords that make great blog posts, such&nbsp;as:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.carwow.co.uk\/blog\/what-to-do-if-you-have-a-flood-damaged-car\">What to Do If You Have a Flood Damaged Car&nbsp;<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.carwow.co.uk\/blog\/keyless-car-theft-prevention\">Keyless Car Theft: What You Need to Know <\/a>&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>If you multiply that by the number of available keywords (cars on the market, car-related questions, etc.) and add search demand on YouTube, you get a massive organic traffic opportunity.&nbsp;<\/p>\n\n\n\n<p>The company didn\u2019t leave that opportunity on the table. If you look at the structure breakdown of its site, you can clearly see it\u2019s the information carwow provides that drives the most organic traffic, not the business side per se. Or, in SEO terms, it\u2019s the informational keywords, not the commercial ones.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1406\" height=\"1310\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image22-2.png\" alt=\"A sample of carwow's site structure\" class=\"wp-image-153664\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image22-2.png 1406w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image22-2-456x425.png 456w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image22-2-768x716.png 768w\" sizes=\"auto, (max-width: 1406px) 100vw, 1406px\"><figcaption class=\"wp-element-caption\">Small sample of carwow\u2019s site structure ordered by organic traffic. \u201cBlog\u201d and \u201cguides\u201d are on top. But the majority of organic traffic comes from reviews, which are grouped by car&nbsp;brand.<\/figcaption><\/figure>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How carwow does SEO content\" data-section=\"how-carwow-does-seo-content\">\n\n\n\n<h2 class=\"wp-block-heading\">How carwow does SEO content&nbsp;<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Let\u2019s start with the strategy and dive deeper into the types of content it&nbsp;makes.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Strategy&nbsp;<\/h3>\n\n\n\n<p>In essence, carwow is made&nbsp;for:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>People likely to buy a car in the near future<\/strong> \u2013 Naturally, the brand wants to be top of mind when the time&nbsp;comes.&nbsp;<\/li>\n\n\n\n<li><strong>People in the market for a used or new car<\/strong>&nbsp;&nbsp;<\/li>\n\n\n\n<li><strong>Car owners<\/strong> \u2013 They will want to change their cars one&nbsp;day.&nbsp;<\/li>\n\n\n\n<li><strong>Car enthusiasts<\/strong> \u2013 I mean, who else would watch whether an old Lexus or BMW will run longer without engine oil (<a href=\"https:\/\/www.youtube.com\/watch?v=kUGB23KeVIg\">1.8M views<\/a>, by the way)? That group of people is important for anyone who wants to build a top brand in the automotive industry. Cars are a special kind of product. Lots of car owners are car enthusiasts too.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>With such an audience, carwow can\u2019t bet on only high-intent keywords aimed to convert \u201con the spot,\u201d such as \u201ccar leasing\u201d or \u201cbuy car online.\u201d&nbsp;<\/p>\n\n\n\n<p>Instead, it needs to \u201cassist\u201d different types of customers on their journey. So we\u2019ve&nbsp;got:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Purely entertaining content<\/strong> \u2013 Car head-to-head races, videos with weird experiments like \u201cwhich car will die&nbsp;first.\u201d<\/li>\n\n\n\n<li><strong>Content meant to educate<\/strong> \u2013 This is where text and video car reviews come in (they\u2019re also quite entertaining too) and various guides like how to finance your&nbsp;car.&nbsp;<\/li>\n\n\n\n<li><strong>Content meant to engage<\/strong> \u2013 Here, we\u2019ll find mostly tools: configurators, calculators, comparisons, deal browsers, etc.<\/li>\n<\/ul>\n\n\n\n<p>Interestingly enough, carwow follows the car\u2019s journey too. It starts writing about any particular car when it\u2019s in the news, followed by a review with new car deals, and ending with used car&nbsp;deals.&nbsp;<\/p>\n\n\n\n<p>So for example, before VW ID.5 hit the market, carwow wrote about it in the news section.&nbsp;<\/p>\n\n\n\n<p>Then, it lost the ranking when ID.5 became available on the market\u2014the search intent changed. But then it made a review of the car and ranked for the keyword with new content that again matched search intent. This ranking history chart tells the whole&nbsp;story:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"831\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image1-10.png\" alt=\"Ranking history\" class=\"wp-image-153667\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image1-10.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image1-10-680x283.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image1-10-768x319.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image1-10-1536x639.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Site structure&nbsp;<\/h3>\n\n\n\n<p>The two most important assets carwow holds are car deals and car reviews. Those assets have their distinct SEO opportunity, which would be wasted with an unoptimized site structure (such as gated content or useless content categories).&nbsp;<\/p>\n\n\n\n<p>How carwow \u201cserves\u201d those assets to the user is a beautiful marriage of SEO and usability.&nbsp;<\/p>\n\n\n\n<p>The thing is that the same content can be served for different segments of users who look for different things. It\u2019s all about how you serve&nbsp;it.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1651\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/carwow-seo-case-study_2.png\" alt=\"One content asset presented in different ways\" class=\"wp-image-153669\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/carwow-seo-case-study_2.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/carwow-seo-case-study_2-412x425.png 412w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/carwow-seo-case-study_2-768x792.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/carwow-seo-case-study_2-1489x1536.png 1489w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n\n\n\n<p>So not only do the assets get organic traffic, but the categories of those assets also get organic traffic too.&nbsp;<\/p>\n\n\n\n<p>By the way, this is exactly why SEOs should have their say in how websites look and&nbsp;work.<\/p>\n\n\n\n<p>The same idea of \u201crepackaging\u201d content can be observed in various roundup articles, such as \u201c<a href=\"https:\/\/www.carwow.co.uk\/best\/safest-cars-on-sale\">Safest Cars of 2023<\/a>\u201d (2.4K organic views monthly) or \u201c<a href=\"https:\/\/www.carwow.co.uk\/best\/fun-cars-to-drive\">10 most fun cars to drive<\/a>\u201d (3.9K views), which features car deals and reviews.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Car deals&nbsp;<\/h3>\n\n\n\n<p>Let\u2019s take a quick look at car deals before we go into car reviews.&nbsp;<\/p>\n\n\n\n<p>What\u2019s interesting here is that carwow doesn\u2019t need to show the actual deals to rank for keywords related to car deals. It can get free traffic from search engines without giving out all the information reserved for logged-in users.&nbsp;<\/p>\n\n\n\n<p>What seems to do the trick for these pages&nbsp;is:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>A bunch of car&nbsp;specs.<\/li>\n\n\n\n<li>A recommended price.&nbsp;<\/li>\n\n\n\n<li>Some financing details.&nbsp;<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1878\" height=\"851\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image5-8.png\" alt=\"Information carwow provides to rank for keywords related to car deals\" class=\"wp-image-153671\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image5-8.png 1878w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image5-8-680x308.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image5-8-768x348.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image5-8-1536x696.png 1536w\" sizes=\"auto, (max-width: 1878px) 100vw, 1878px\"><figcaption class=\"wp-element-caption\">The user won\u2019t see the actual offers coming straight from the search engine.<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Car reviews<\/h3>\n\n\n\n<p>Car reviews are where this content machine really shines. After all, this is what brings this website the most organic traffic and what the website is known&nbsp;for.&nbsp;<\/p>\n\n\n\n<p>I\u2019ll save you the standard SEO stuff and focus on things that stand&nbsp;out.&nbsp;<\/p>\n\n\n\n<p>First, its car reviews are not just written-down impressions after test driving a car; they\u2019re not reviews in the traditional meaning.<\/p>\n\n\n\n<p>They\u2019re more like small <a href=\"https:\/\/ahrefs.com\/blog\/content-hub\/\">content hubs<\/a> that are only <em>based<\/em> on reviews. In practice, they are as much about learning about cars as buying them.<\/p>\n\n\n\n<p>Of course, this particular mix is obvious for this kind of business. But what\u2019s interesting is that it\u2019s also a specific kind of search intent recognized by Google. More often than not, it\u2019s this kind of page that has the most chance to rank in the top 10 for car models (except those from car manufacturers and Wikipedia).<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1262\" height=\"1440\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image19-1-1.jpg\" alt=\"SERP for &quot;kia ev6&quot; shows mostly reviews\" class=\"wp-image-153673\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image19-1-1.jpg 1262w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image19-1-1-372x425.jpg 372w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image19-1-1-768x876.jpg 768w\" sizes=\"auto, (max-width: 1262px) 100vw, 1262px\"><\/figure>\n\n\n\n<p>You can see the difference when comparing a traditional review, such as this one from <a href=\"https:\/\/www.wired.com\/review\/kia-ev6\/\">Wired<\/a>, and <a href=\"https:\/\/www.carwow.co.uk\/kia\/ev6\">carwow<\/a>.&nbsp;<\/p>\n\n\n\n<p>Just like any content hub, carwow\u2019s reviews aren\u2019t just a single page. They feature subpages about certain characteristics of the cars, such as the interior, specs, or colors.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1584\" height=\"1362\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image7-11.jpg\" alt=\"carwow's review content hubs\" class=\"wp-image-153675\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image7-11.jpg 1584w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image7-11-494x425.jpg 494w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image7-11-768x660.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image7-11-1536x1321.jpg 1536w\" sizes=\"auto, (max-width: 1584px) 100vw, 1584px\"><\/figure>\n\n\n\n<p>I think this tactic helps carwow to nail the <a href=\"https:\/\/ahrefs.com\/blog\/search-intent\/\">search intent<\/a>. For example, since the keyword \u201cvolvo xc40\u201d can mean different things related to the car, this makes every sense to serve content in the form of a hub. And when you look at carwow\u2019s competitors, they\u2019re doing the same&nbsp;thing.&nbsp;<\/p>\n\n\n\n<p>As with all content hubs, by making a review about a car, it ranks for the keywords that the pillar page targets but also the keywords the cluster content (subpages) targets.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1574\" height=\"194\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image11-4.png\" alt=\"Pillar content and cluster pages ranking for separate keywords, thanks to the content hub structure\" class=\"wp-image-153677\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image11-4.png 1574w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image11-4-680x84.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image11-4-768x95.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image11-4-1536x189.png 1536w\" sizes=\"auto, (max-width: 1574px) 100vw, 1574px\"><\/figure>\n\n\n\n<p>Also, it\u2019s worth mentioning how this impacts the UX. At least in my opinion, it\u2019s way easier to navigate the review with this kind of pagination than scrolling through a page with everything on it (that\u2019s what it used to&nbsp;have).&nbsp;<\/p>\n\n\n\n<p>As for the content itself, carwow bets on original content produced by an in-house team. This is an interesting turn of events because before it became the carwow we know today, it was a car <em>review<\/em> aggregator.&nbsp;<\/p>\n\n\n\n<p>No doubt, original car reviews make it more trustworthy as a business that acts as an intermediary between the buyer and seller. But at the same time, it sends a powerful <a href=\"https:\/\/developers.google.com\/search\/blog\/2022\/12\/google-raters-guidelines-e-e-a-t\">E-E-A-T<\/a> signal to Google, as the search giant prefers original content created by people with first-hand experience in the topic who have actually used the product they review.<\/p>\n\n\n\n<p>At the same time, the content is approachable, easy to digest, and even entertaining\u2014very much like its video reviews. It\u2019s written in a language everybody can understand, and it covers all the main aspects of buying and owning a car. Sounds exactly like the <a href=\"https:\/\/developers.google.com\/search\/docs\/fundamentals\/creating-helpful-content\">type of content Google wants<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1336\" height=\"980\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image14-6.png\" alt=\"Headings from one of the reviews\" class=\"wp-image-153679\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image14-6.png 1336w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image14-6-579x425.png 579w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image14-6-768x563.png 768w\" sizes=\"auto, (max-width: 1336px) 100vw, 1336px\"><figcaption class=\"wp-element-caption\">As you&nbsp;can see, this is a very practical and consumer-friendly style of doing reviews.<\/figcaption><\/figure>\n\n\n\n<p>Once carwow crystalized its winning tactic, it\u2019s been repeating it ever since, consistently ranking in the top 10 for car reviews.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Free tools&nbsp;<\/h3>\n\n\n\n<p>From a business perspective, an integrator won\u2019t have to create a tool for something like checking congestion charges in the U.K.&nbsp;<\/p>\n\n\n\n<p>But it\u2019s a great opportunity for free organic traffic and an opportunity for helping drivers. A brand like carwow should do that at all&nbsp;times.&nbsp;<\/p>\n\n\n\n<p>So what if a ULEZ checker and a congestion charge checker are practically identical tools? Google doesn\u2019t mind, and I bet neither do&nbsp;users.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"699\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image4-13.jpg\" alt=\"Congestion charge checker and ULEZ are practically identical\" class=\"wp-image-153681\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image4-13.jpg 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image4-13-680x238.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image4-13-768x269.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image4-13-1536x537.jpg 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>If Google sees these as different things, this means it\u2019s an opportunity to tap into both search demands with a practically identical solution.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1975\" height=\"512\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image6-9.png\" alt=\"Two practically identical tools tap into separate pools of search demand\" class=\"wp-image-153683\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image6-9.png 1975w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image6-9-680x176.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image6-9-768x199.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image6-9-1536x398.png 1536w\" sizes=\"auto, (max-width: 1975px) 100vw, 1975px\"><figcaption class=\"wp-element-caption\">Two practically identical&nbsp;tools tap into separate pools of search demand.<\/figcaption><\/figure>\n\n\n\n<p><\/p><p>At the same time, these two tools pose an excellent business opportunity. The tools work by showing data based on registration plates, and entering a registration plate is a few steps away from getting a deal on your&nbsp;car.&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-153744\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/17-lead-magnet.png\" alt=\"Lead magnet\" width=\"970\" height=\"734\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/17-lead-magnet.png 970w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/17-lead-magnet-562x425.png 562w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/17-lead-magnet-768x581.png 768w\" sizes=\"auto, (max-width: 970px) 100vw, 970px\"><\/p>\n\n\n\n\n\n<p>Nice conversion path.&nbsp;<\/p>\n\n\n\n<p>This brings us to the next&nbsp;point.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Conversion&nbsp;<\/h3>\n\n\n\n<p>Is SEO more about bringing traffic to a website or what comes after&nbsp;that?&nbsp;<\/p>\n\n\n\n<p>Well, it may be about both. After all, the best kind of traffic is the one that brings potential customers, right?&nbsp;<\/p>\n\n\n\n<p>I thought it might be interesting to see how a website that produces a variety of content aims to convert visitors.&nbsp;<\/p>\n\n\n\n<p>Looking at this website, you can\u2019t help the feeling that it has been carefully designed to squeeze the most out of the traffic. We\u2019ve&nbsp;got:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Highlighting offers and pushing reviews to the&nbsp;back.<\/li>\n\n\n\n<li>Sticky banners.&nbsp;<\/li>\n\n\n\n<li>Footer banners.&nbsp;<\/li>\n\n\n\n<li>Contextual prompts in&nbsp;text.&nbsp;<\/li>\n\n\n\n<li>Tools (car quiz and car valuator).&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>It seems like a lot. But let\u2019s keep in mind that prices and deals are what users are eventually after, even though they came for the reviews. So in such a case, a brand can probably push things a bit further and do things like highlighting offers on a page about reviews.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1082\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image12-9.png\" alt=\"Reviews visually pushed backward\" class=\"wp-image-153686\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image12-9.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image12-9-680x368.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image12-9-768x416.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image12-9-1536x831.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><figcaption class=\"wp-element-caption\">This page is supposed&nbsp;to be about reviews primarily,&nbsp;but reviews&nbsp;are visually pushed to the back (just a blue&nbsp;link compared to a big button).<\/figcaption><\/figure>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Other insights\" data-section=\"other-insights\">\n\n\n\n<h2 class=\"wp-block-heading\">Other insights&nbsp;&nbsp;<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Except for content, carwow shows SEO expertise in a couple of other&nbsp;areas.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Topical authority&nbsp;<\/h3>\n\n\n\n<p>How is it that carwow instantly ranks for new car reviews? And why does a review on Kia EV6 from a reputable magazine like Wired fall behind sites like carwow?&nbsp;<\/p>\n\n\n\n<p>I think it\u2019s because of <a href=\"https:\/\/ahrefs.com\/blog\/topical-authority\/\">topical authority<\/a>.&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<p>Topical authority is an SEO concept where a website aims to become the go-to authority on one or more topics.&nbsp;<\/p>\n\n\n\n<p>To illustrate, Wired is not a website dedicated to cars while carwow is. So even though Wired did a review of the Kia EV6, it does not aim to be the go-to authority on cars. Unlike carwow.&nbsp;<\/p>\n\n\n\n<p>The company writes about cars and car-related topics extensively and often. That allows it to achieve two things: interlink densely and get a lot of backlink opportunities. And these help to build topical authority in the eyes of Google.&nbsp;<\/p>\n\n\n\n<p>And when you\u2019re an authority on cars in Google\u2019s eyes, you can rank for car-related keywords instantly.&nbsp;<\/p>\n\n\n\n<p>I think that in carwow\u2019s case, topical authority is a must-have tactic because it competes with sites that live and breathe car-related content. In carwow\u2019s market, investing in SEO is going all&nbsp;in.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Interlinking&nbsp;<\/h3>\n\n\n\n<p>It\u2019s quite a well-known SEO practice to keep your important pages linked to your homepage. This is usually done by <a href=\"https:\/\/ahrefs.com\/blog\/internal-links-for-seo\/\">interlinking<\/a> those pages in the&nbsp;menu.&nbsp;<\/p>\n\n\n\n<p>However, this is not always the best solution. You can have too many important pages to include in the menu, and some pages may be important for SEO but not the best way to navigate the website.<\/p>\n\n\n\n<p>And this is the case with carwow. The upper menu holds only the most important pages navigation-wise. All of the other important pages SEO-wise are linked in the lower part of the site. A simple solution that\u2019s worth keeping in mind when dealing with big websites.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"683\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image23-2.png\" alt=\"Important pages navigation-wise are linked in the upper menu on carwow's homepage\" class=\"wp-image-153688\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image23-2.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image23-2-680x232.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image23-2-768x262.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image23-2-1536x525.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><figcaption class=\"wp-element-caption\">Important pages navigation-wise are linked in the upper&nbsp;menu.<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1312\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image21-1-2.jpg\" alt=\"Important pages SEO-wise that didn't make it into the menu are linked at the bottom on carwow's homepage\" class=\"wp-image-153690\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image21-1-2.jpg 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image21-1-2-648x425.jpg 648w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image21-1-2-768x504.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image21-1-2-1536x1008.jpg 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><figcaption class=\"wp-element-caption\">Important pages SEO-wise that didn\u2019t make it into the menu are linked at the&nbsp;bottom.<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">SEO of acquiring Wizzle&nbsp;<\/h3>\n\n\n\n<p>In June 2021, carwow acquired Wizzle, a used car buying platform. This way, carwow became the go-to place not only for new cars but also used&nbsp;cars.&nbsp;<\/p>\n\n\n\n<p>The way carwow handled the acquisition in terms of SEO is a useful reminder of some of the best practices in this matter.&nbsp;<\/p>\n\n\n\n<p>One look at <a href=\"https:\/\/ahrefs.com\/\">Ahrefs<\/a>\u2019 <strong>Linked Domains<\/strong> report, and it\u2019s all&nbsp;clear:&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1129\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image3-7.jpg\" alt=\"How carwow redirected pages from an acquired site\" class=\"wp-image-153693\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image3-7.jpg 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image3-7-680x384.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image3-7-768x434.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image3-7-1536x868.jpg 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>First, the homepage. We can see that Wizzle\u2019s homepage has been <a href=\"https:\/\/ahrefs.com\/blog\/301-redirects\/\">permanently redirected<\/a>\u2014but not to carwow\u2019s homepage. The company made the right move to make the link equity flow. The redirect has been made to the section of carwow.co.uk that serves the same purpose as the redirected page (selling used&nbsp;cars).<\/p>\n\n\n\n<p>We can also see the same logic has been applied to certain pages from Wizzle. Pages on petrol prices, congestion charges, and ULEZ have been redirected to corresponding pages on carwow.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1126\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image17-5.png\" alt=\"Pages from acquired site redirected to corresponding pages on carwow\" class=\"wp-image-153692\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image17-5.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image17-5-680x383.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image17-5-768x433.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image17-5-1536x865.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Car news gets redirected to car reviews&nbsp;<\/h3>\n\n\n\n<p>Remember how carwow manages to capture the search intent of car models at all times? Quick reminder:&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"831\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image1-11.png\" alt=\"Ranking history\" class=\"wp-image-153695\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image1-11.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image1-11-680x283.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image1-11-768x319.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image1-11-1536x639.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>First, it writes about a car in the news section. And when the car becomes available on the market, it does a review.&nbsp;<\/p>\n\n\n\n<p>What caught my attention here is that it doesn\u2019t keep the news when that becomes outdated. A fair portion of news articles gets redirected to reviews.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1270\" height=\"1232\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image15-3.png\" alt=\"News articles redirected to reviews\" class=\"wp-image-153696\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image15-3.png 1270w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image15-3-438x425.png 438w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image15-3-768x745.png 768w\" sizes=\"auto, (max-width: 1270px) 100vw, 1270px\"><\/figure>\n\n\n\n<p>I can see two main benefits of such a&nbsp;move.&nbsp;<\/p>\n\n\n\n<p>First, link equity can flow from the news page to the review page. And some of the news articles get links from Wikipedia.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1942\" height=\"371\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image8-6.png\" alt=\"A car review with a link from Wikipedia\" class=\"wp-image-153698\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image8-6.png 1942w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image8-6-680x130.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image8-6-768x147.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image8-6-1536x293.png 1536w\" sizes=\"auto, (max-width: 1942px) 100vw, 1942px\"><\/figure>\n\n\n\n<p>The other is getting rid of underperforming content to make way for more up-to-date and search intent\u2013aligned content. It\u2019s not a secret that Google sees underperforming content as a sign of poor content quality.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Final thoughts<\/h2>\n\n\n\n<p>To take advantage of an SEO opportunity is easier said than done. For carwow, taking on its opportunity means putting on an integrator hat and running a media company alongside the \u201cregular\u201d business.&nbsp;<\/p>\n\n\n\n<p>That\u2019s a high cost to pay. But if your business is selling cars and Google lists you next to the company that actually made the car, this has to be worth something.&nbsp;<\/p>\n\n\n\n<p>But what if you\u2019re so good at making content that people forget about your business? This is a typical pitfall in content marketing, and it happens to the best. It may happen to carwow too.&nbsp;<\/p>\n\n\n\n<p>For this reason, it doesn\u2019t surprise me much that carwow makes the conversion path really visible on its site. It even invented a search query, \u201chelp me carwow,\u201d which it promotes in every review. I believe it\u2019s supposed to make the conversion path from watching a video review to using the platform even shorter.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube\">\n<div style=\"display: contents;\">\n<p>\n<\/p><div data-mode=\"normal\" data-oembed=\"1\" data-provider=\"youtube\" id=\"arve-youtube-t6koejwle78\" style=\"max-width:900px;\" class=\"arve\">\n\t<div class=\"arve-inner\">\n\t\t<div style=\"aspect-ratio:500\/281\" class=\"arve-embed arve-embed--has-aspect-ratio\">\n\t\t\t<div class=\"arve-ar\" style=\"padding-top:56.200000%\"><\/div>\n\t\t\t<iframe allow=\"accelerometer 'none';autoplay 'none';bluetooth 'none';browsing-topics 'none';camera 'none';clipboard-read 'none';clipboard-write;display-capture 'none';encrypted-media 'none';gamepad 'none';geolocation 'none';gyroscope 'none';hid 'none';identity-credentials-get 'none';idle-detection 'none';keyboard-map 'none';local-fonts;magnetometer 'none';microphone 'none';midi 'none';otp-credentials 'none';payment 'none';picture-in-picture;publickey-credentials-create 'none';publickey-credentials-get 'none';screen-wake-lock 'none';serial 'none';summarizer 'none';sync-xhr;usb 'none';web-share;window-management 'none';xr-spatial-tracking 'none';\" allowfullscreen class=\"arve-iframe fitvidsignore\" credentialless data-arve=\"arve-youtube-t6koejwle78\" data-lenis-prevent data-src-no-ap=\"https:\/\/www.youtube-nocookie.com\/embed\/t6KoEJWLe78?start=141&amp;feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" frameborder=\"0\" height=\"505.8\" loading=\"lazy\" name referrerpolicy=\"strict-origin-when-cross-origin\" sandbox=\"allow-scripts allow-same-origin allow-presentation allow-popups allow-popups-to-escape-sandbox\" scrolling=\"no\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/t6KoEJWLe78?start=141&amp;feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" title width=\"900\"><\/iframe>\n\t\t\t\n\t\t<\/div>\n\t\t\n\t<\/div>\n\t\n\t\n\t\n\t\n<\/div>\n<\/div>\n<\/figure>\n\n\n\n<p>Got questions or comments? Ping me <a href=\"https:\/\/twitter.com\/m_makosiewicz\">on Twitter<\/a> or <a href=\"http:\/\/@mako@seocommunity.social\">Mastodon<\/a>.&nbsp;&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Aggregators typically don\u2019t create content because the content is being provided to them through other creators. Think Google, Facebook, YouTube, or Spotify.&nbsp; Integrators are on the opposite side of the spectrum. An integrator is a business that creates new commodities<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":159,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[414],"tags":[],"coauthors":[412],"class_list":["post-153640","post","type-post","status-publish","format-standard","hentry","category-data-studies","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>An Aggregator With Integrator Strategy \u2013 Carwow SEO Case Study<\/title>\n<meta name=\"description\" content=\"A look at how carwow&#039;s SEO, its strategy, the opportunities it grabbed, etc., have helped it grow its organic traffic and business.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/carwow-seo-case-study\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"An Aggregator With Integrator Strategy \u2013 Carwow SEO Case Study\" \/>\n<meta property=\"og:description\" content=\"An SEO deep dive into carwow.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/carwow-seo-case-study\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2023-02-21T05:10:33+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-06-08T12:25:33+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image9-8.png\" \/>\n<meta name=\"author\" content=\"Mateusz Makosiewicz\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:description\" content=\"An SEO deep dive into carwow.\" \/>\n<meta name=\"twitter:creator\" content=\"@m_makosiewicz\" \/>\n<meta name=\"twitter:site\" content=\"@ahrefs\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/carwow-seo-case-study\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/carwow-seo-case-study\\\/\"},\"author\":{\"name\":\"Mateusz Makosiewicz\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#\\\/schema\\\/person\\\/c7e64c851ecc4eabb77eaefae90a440c\"},\"headline\":\"An Aggregator With Integrator Strategy \u2013 Carwow SEO Case&nbsp;Study\",\"datePublished\":\"2023-02-21T05:10:33+00:00\",\"dateModified\":\"2023-06-08T12:25:33+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/carwow-seo-case-study\\\/\"},\"wordCount\":3229,\"publisher\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/carwow-seo-case-study\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2023\\\/02\\\/an-aggregator-with-integrator-strategy-\u2013-by-mateusz-makosiewicz-data-studies-3.jpg\",\"articleSection\":[\"Data &amp; 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